Marchex announced a new integration with DoubleClick Search to deliver better return on ad spend for search marketers that rely on inbound phone calls to drive revenue. According to the mobile ad analytics company, the integration is the only one to provide 100% keyword attribution for calls placed directly from paid search ads for an unlimited number of keywords.
"Marketers rely on paid search campaigns to reach customers across multiple digital platforms," a spokesperson for Marchex said in an email. "But when it comes to measuring the results of these campaigns, there’s a significant gap between online ad impressions and offline sales – especially in today’s mobile world when inbound calls are easier than ever."
The integration seeks to change that.
They cite research from Google showing that 57% of smartphone users call a business after searching for info on their phone because they want to talk to a real person.
Marchex Search Analtyics delivers call intelligence data such as Interactive Voice Response (IVR) inputs for each keyword directly into DoubleClick Search so markters can optimize their search marketing efforts accordingly.
“Our integration with DoubleClick search is designed for the largest search marketers with hundreds of thousands of keywords,” said Nilesh Dhawale, Senior Product Manager at Marchex. “We are thrilled to partner with DoubleClick Search to provide any client that uses click-to-call the ability to properly automate paid search bidding.”
The Marchex Analytics Platform is already being leveraged with DoubleClick Search for clients in a variety of industries. including Time Warner Cable, Liberty University, and Location3.
Image via DoubleClick